Presentation about rock, focusing on a brazilian trend called in Brazil as “Jovem Guarda” or "Young Wave".

1. Thanks God, It’s Friday!
YOUNG WAVE and ORIGINS
Pop Music In Brazil

3. JOVEM GUARDA

4. Rock n’ Roll
Emerge as a new
market in US in 50’s
Roots in “black music”
from guettos: Rhythm n’
blues (R&B), gospel,
ballad broadcasted by
small recorders
Big Recorders
Monopoly
Spread of radio
stations
Growth of Television
system

5. Standartized Music:
generates disgruntled
demand
Young people
interested in rhythm
n’ blues
Big Recorders:
adaptation of this
music for the target
public
Influence of “white
music” - Country

6. Emergency of a youth
culture in part upon
the rejection of older
styles of popular
culture

7. Rock appears as a hybrid tendency
Industry homogenize the musical
genre to reduce cultural differences
between influences
“Easy Listening” Music:
Songs and Lyrics
Public: Middle Class
First successed song:
Rock Around The Clock – Bill Haley
Capture young people: industry see
them as a new market to explore

8. Rock and Roll was for and
about adolescents
Lyrics related to teenage
problems
School, cars, summer
vacation, parents, and most
important, young love
All aspects of music indicate
a teenage defiance of adult
values and authorithy

9. Phonografic
Industry
Disseminates and produces
behaviours, patterns and
values
Absolute Values: “way of life”:
clothes, music, cars, etc
This scenario doesn’t aim to
change social, economic and
cultural difference.
Rock, at least this time, is not
a social movement

10. Ahora, vamos
practicar
nuestro
Español...

11. MOVIE

12. In Brazil...

13. Brazil
Rock cames to Brazil in 50’s
We could buy Bill Haley’s LPs in 1955
Nora Ney rends Rock Around the
Clock in English
Young Middle Class: they discovered
new dance and songs (success)

14. TV-Record releases the genre in Brazil
They bring international musicians as Neil
Sedaka, Brenda Lee, Bill Haley and Johnny
Ray
Recorders produce rock music also
publicize the genre
1957: first brazilian composition:
Miguel Gustavo – Rock and Roll em
Copacabana
As strategic solution, covers were
recordered

15. TV Programs specific for teenagers:
Carlos Imperial presents “Clube do Rock”
Producers shape the musician/artist to fit
in a esthetical conception compatible with
the market
Showmans look for artist and define
profile, style, genre, fund, etc
Development of phonografic industry:
directors responsible by strategies
implementation – tasks division

16. New Singers Generation
In 59, Celly Campello launch by Odeon a
LP with “Stupid Cupid” song translated to
Portuguese.
Celly became knowed as “Brazil’s
girlfriend”
Featured artists: Demétrius, Sérgio Murilo,
Tony Campelo, Roberto Carlos and Ronnie
Cord
“Well-bred” young guys

17. MOVIE

18. Young Wave :
TV Show
TV-Record creates a TV Show to young
people called “Jovem Guarda” – Young
Wave
Presented on Sundays by Roberto Carlos,
Celly Campelo and Erasmo Carlos
High audience
a get-together - young singers
“Well-bred” young guys

19. The expression “Jovem Guarda” becomes
to reffers to the musical style.
American and English Pop Music:
Versions/adaptation
Influence: Beatles, Rolling Stones, Gerry
and Pacemaker, Gary Lewis, The Playboys
Melodic and harmonic aspects: basic

20. No background from public required
Lyrics about happiness in love, pain
in break up, adventures, humor, etc.
Situations from urban scenario:
automobiles (status), drive in high
speed and in wrong way
Young wave was a lifestyle :
connection between young people’s
image and modern condition

21. Plagiarism/ Translations/Versions
VEM (HELP) - THE YOUNGSTERS
ANNA(ANNA) - OS CARBONOS
ESCREVA LOGO (PLEASE MR. POSTMAN) - RENATO E SEUS BLUE CAPS
SOU FELIZ DANÇANDO COM VOCE (HAPPY JUST TO DANCE WITH YOU) –
RENATO E SEUS BLUE CAPS
EU ME APAIXONEI (I FEEL FINE) - PAULO CÉSAR BARROS
HEY JUDE (HEY JUDE) - THE FEVERS
GAROTA MALVADA (I CALL YOUR NAME) - RENATO E SEUS BLUE CAPS
NÃO VOLTO MAIS (PAPERBACK WRITER) - RENATO E SEUS BLUE CAPS
EU TE AMO (AND I LOVE HER) - PAULO CÉSAR BARROS
SUBMARINO AMARELO (YELLOW SUBMARINE) - OS LORDES
NÃO CONSIGO TE ESQUECER (THE NIGHT BEFORE) - PAULO CÉSAR BARROS
GENTE DEMAIS (TICKET TO RIDE) - THE YOUNGSTERS

22. Plagiarism/ Translations/Versions
TE ADORO (I NEED YOU) - GOLDEN BOY
MEU BEM (GIRL) - RONNIE VONN
SOU TÃO FELIZ (LOVE ME DO) - RENATO E SEUS BLUE CAPS
MICHELLE (MICHELLE) - GOLDEN BOYS
OBRIGADO GAROTA (THANK YOU GIRL) - OS VIPS
ONTEM (YESTERDAY) - GOLDEN BOYS
O HOMEM SÓ (NOWHERE MAN) - THE BRAZILIAN BITLES
COISAS QUE ACONTECEM (THINGS WE SAID TODAY) - OS VIPS
EU SEI (I'LL BE BACK) - RENATO E SEUS BLUE CAPS
POBRE DE AMOR (NORWEGIAN WOOD) - RONNIE VONN
VOCE VAI SER FELIZ (FROM ME TO YOU) - PAULO CÉSAR BARROS
FECHE OS OLHOS (ALL MY LOVING) - RENATO E SEUS BLUE CAPS
LADY MADONNA (LADY MADONNA) - THE FEVERS

24. MOVIE

26. Publicity of the enterprise
Roberto Carlos chosen to present the TV show: good
looking guy and succeeded as a singer
TV Show name defined by an agency:
quot;The future belongs to the youth, for the old school is
obsolete” - Lenin
Advanced communication techniques to get public. 30
persons envolved: seamstresses, journalists, marketers,
producers, entrepreneur

27. Publicity of the enterprise
Creation of a image using the new communication
system: The television!
Two administration companies opened to support the TV
Show
Line of products related to the performer: sustain image
and interprise

28. Young Wave was the
first marketing
enterprise related to
music in Brazil

29. The King

30. Failed in another styles: bossa nova and
bolero. Affirmed as a rock singer
Created Image: romantic, gracious,
charitable, trusty, hard working, self
made man and faithfull with the fans
Sometimes rebel
“É proibido fumar”, “Lobo mau”, “Quero
que tudo vá para o inferno”
His music reached adults and kids too

31. Considered an idol
Roberto keeped some distance from
public

32. Roberto had his own way that made him a
successful singer
He knew how to transit between his limits,
artistic production and the market
This posture created an aura of mysticism and
inaccessibility to preseve his singularity
Young and soft voice

33. Roberto Carlos
represents the first
musical product in
Brazil

34. This phenomenon
happened in parallel
with communication
system development
(television):
cultural expansion in
Brazil

35. Successor: Ronnie Von
His name: Ronaldo Nogueira
Graduated in Economics
He had a social origin wich were different
from another “iê iê iê” singers
Expert in literature
He did not compose political music
Presented new tendencies in songs

36. Ronnie had a distinct
strategy: mention to
classical music,
literature and
intellectualized
behaviour

37. The decline

40. Thanks!

41. Bibliografy
José Roberto Zan, Do fundo do quintal à vanguarda: contribuição
para uma História Social da Música Popular Brasileira, Doctoral
Thesis – Arths Institute – State University of Campinas – UNICAMP
Great balls of fire! (1989) – directed by Jim McBride and features
Dennis Quaid as Jerry Lee Lewis – American biographical film